If you are reading this you have most likely tried numerous craft beers, you have developed your own likes and tastes and are probably always searching for a new brew to taste. Bravo! You are doing exactly what you should be to help advance the craft beer revolution that began oh so many years ago. But don’t pat yourself on the back just yet, because your responsibility to the movement involves more than that.
Even though the craft beer industry as a whole has broken through the plane of double digit percentage points in U.S. beer sales – apparently the number at which the macro breweries hit the panic button – now is not the time to rest on our laurels. Expect that Big Beer WILL crank up the retaliation several notches – it’s almost guaranteed. We good damn beer drinkers must be on the defensive, and they say that the best defense is a good offense. We must push forward, ramp up support for our local brewers, and – most importantly – recruit new craft beer disciples. Adjusting for import sales, roughly 75% of American beer drinkers still drink terrible beer, and it’s up to us to show them the light.
As craft drinkers who want to know that the great beer we love will proliferate and prosper, we must each carry on the beer revolution. We cannot sit by, idly watching friends and family being manipulated into drinking watery tasteless macros. We must get craft beer into the hands of every beer drinker we know – at least for the sake of them being able to see what’s the big deal about craft beer. We can buy them a craft beer when at the bar, we can give six packs as gifts and we can share it at parties. Buy it, brew it, but however you do it just get them drinking it! With Summer upon us, now is the perfect time.
Most of the macros pounded in this country – and boy are they pounded – are considered light pilsners, which are alleged lagers. So, instead this Summer, hand the pounders you know a real lager – like a Rogue Morimoto Imperial Pilsner or a Brooklyn Lager. There are plenty of summer ales that qualify as well, but I’ve found crisp lagers to be great gateway beers to convert the crappy beer swillers into good damn beer drinkers. The goal is to allow them to sample the real version of what they think it is that they’re drinking. Be careful not to make the mistake of offering a Bud Light drinker a bourbon barrel aged imperial stout. You may just send them screaming into the night, affirming their allegiance to drinking horrible beer.
Remember craft beer soldiers, let’s keep the numbers growing by never losing the spirit of the beer revolution. Let’s make those who started it over 30 years ago proud that their legacy is being carried on.